Imagery is the basic element in corporate design that has the strongest emotional effect. In addition to the image content, which refers to the company's orientation, the imagery also conveys a company's atmosphere and tonality.
Precision and dynamism: the foundation of our imagery
Stylistic elements such as continuous or minimal depth of focus, motion blur as well as a clearly-defined colour scheme, implement the idea of precision and dynamism individually yet consistently for every image category.
The RUAG imagery is positive and sympathetic. It focuses on our technological competence and forgoes the use of war-related images that do not correspond to our area of activity
The RUAG corporate images are subdivided into categories with the following thematic focuses:
- Human Relations
- Moving image
- Real Estate
You will find publicly available corporate images in our media database after registration.
The images in the Product category are subdivided into the following sections:
1.1 Production and services
These are all motifs that show the manufacturing of products or the delivery of services by RUAG (with or without people in the image). Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).
These are all motifs that show the usage of products. These mostly take place outside of RUAG, with customers. Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).
1.3 Technical product implementation
These are technical product illustrations in the form of computer renderings or technical drawings. These include all images that are not photographic implementations – as an image animation or in explanatory films.
The images from the Brand category visualise the RUAG company at the image level and represent the values for which the company stands:
3. Human Relations (HR)
The HR category comprises all motifs that are utilised by internal campaigns or recruitment measures.
The Human Relations category is currently being reviewed. For current information, please contact Brand Management.
The management portraits are based on the brand values.
The Portrait category is currently being reviewed. For current information, please contact Brand Management.
5. Moving image
Defaults for intro, outro and transitions are available for creating the cut.
Used for communication within the company, during which no consistent branding is necessary.
Used for external communication. The brand consistently remains to the top right.
Dynamic diagonals 1
Beginning with a white surface several levels at a 45° angle (similar to the logo), reveal the motif in a fan-like manner.
Dynamic diagonals 2
Beginning with a white surface the motif is revealed. The diagonal lines are proportionally at the same position as in the logo.
Beginning with a white surface the motif is revealed through very fine and thin lines.
6. Real Estate
The Real Estate category comprises all company building motifs, their architecture as well as their interior design.